Objects enable users to organize, filter, and visualize information according to their operational needs, greatly enhancing data management and offering a more customized and efficient way to handle intricate data. The Objects section in your account allows you to access and manage all Standard and Custom Objects efficiently.

Navigate to Settings > Objects from your account Dashboard to locate this feature.

Create a new object by clicking the Add Custom Object button on the upper right-hand corner of the screen. This will open a setup window where you can define the properties and configurations of your new object, including its name, display field, and additional settings.

In the Standard Objects section, you can access preconfigured objects available in your account. Select an object to view its Associations.

To add custom fields to a Standard Object, click the three-dot menu next to the object, then configure the custom field according to your preferences.

Objects you create will be displayed in the Custom Objects section. You can establish associations or modify the configuration of each custom object by selecting it.

Edit, delete, or add custom fields to the custom object by choosing the relevant option from the actions menu.

By leveraging the flexibility and functionality of Objects, you can enhance your data management processes and ensure a more customized approach to handling complex information.

Custom Objects help you move beyond a people-only CRM and build a data model that mirrors how your business actually works.

Using Custom Objects allows you to:

Think of Custom Objects as first-class CRM records for things like:

Each custom object has:

Custom Objects are a good fit when:

Your data doesn’t belong to a person or company

If you’re tracking “things” (assets, listings, policies, pets), not people, a custom object is usually the right abstraction.

You need structured, repeatable records

When the same type of entity exists many times and needs consistent fields, views, and automation.

You want deeper relationships in your CRM

Custom Objects can be linked to Contacts, Companies, Opportunities, and even other Custom Objects—unlocking advanced workflows.

Examples

Custom Objects are powerful, but not always the right answer.

Avoid Custom Objects if:

A standard object already works

Contacts, Companies, and Opportunities come with built-in features that custom objects don’t always support.

You need contact-specific features

Bulk emails, marketing campaigns, and certain communication tools work only with Contacts.

You’re duplicating the same data

Creating a custom object that mirrors an existing object can cause confusion and inconsistent data.

Instead, try using Smart Lists to create different segmentations within standard objects.

Real Estate – Homes
Create a “Homes” object to track property details (price, status, location) and associate them with buyers, sellers, or agents.

Veterinary Clinics – Pets
Use a “Pets” object to store medical history, vaccinations, and appointments, linked back to the pet owner.

Event Attendees
If your primary goal is emailing, reminders, and follow-ups, Contacts already do this better.

Internal Notes or Activities
Custom Objects shouldn’t replace notes, tasks, or activities—this adds unnecessary complexity.

Once you create a Custom Object, you can: